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1
BENCHMARKS, BUDGETS,
AND TRENDS
INSIGHTS FOR 2022
IDG Communications, Inc.
2
Content Marketing: A strategic marketing approach
focused on creating and distributing valuable,
relevant, and consistent content to attract and retain
a clearly defined audience—and, ultimately, to drive
profitable customer action.
Success: Achieving your organization’s desired/
targeted results.
TABLE OF CONTENTS
m INTRODUCTION..................................................................... 3
m TOP TECHNOLOGY PERFORMERS VS. ALL RESPONDENTS..... 4
m KEY FINDINGS........................................................................ 5
m STRATEGY, OPINIONS & OVERALL SUCCESS........................ 6
m TEAM STRUCTURE & OUTSOURCING................................. 10
m CONTENT CREATION & DISTRIBUTION.............................. 15
m METRICS & GOALS............................................................... 27
m BUDGETS & SPENDING....................................................... 31
m LOOKING FORWARD............................................................ 36
m ACTION STEPS – BY ROBERT ROSE..................................... 40
m METHODOLOGY................................................................... 41
m ABOUT................................................................................. 42
LISA MURTON BEETS
Research Director & Report Author, CMI
STEPHANIE STAHL
General Manager, CMI
ROBERT ROSE
Chief Strategy Advisor, CMI
KIM MOUTSOS
VP Content, CMI
JOSEPH “JK” KALINOWSKI
Creative Director, CMI
AMIE CANGELOSI
Marketing Director, CMI
KAREN SCHOPP
Account Manager, CMI
3
INTRODUCTION
Welcome to the Technology Content Marketing
Benchmarks, Budgets, and Trends: Insights for 2022
report. This report looks back on the last 12 months and
includes expectations for 2022.
The research suggested that due to lockdowns and work-
from-home mandates, content marketing piqued the
interest of many who were previously unaware of its power.
With more people than ever spending time online, content
marketing presented a prime opportunity to get and stay in
front of audiences.
As in the previous year, nearly one in three technology
marketers said their organization was extremely or very
successful with content marketing. These marketers, our
“top performers,” have certain characteristics that set them
apart from their peers (see page 4). Some of the biggest
things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of 	
	 their content marketing initiatives
◾ Prioritize their audience’s informational needs over their 	
	 organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing,
most respondents plan to invest in video in 2022: 72% of
all technology respondents forecast investment in this area
followed by investment in events (69%), paid media (65%),
and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within 	
	 the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for
technology marketers to formalize content operations within
their organizations.
3
3
4
TOP PERFORMERS
All Technology
Respondents
Top Technology
Performers
Has a documented content marketing strategy 46% 71%
Characterizes their content marketing as sophisticated/mature 44% 75%
Has a centralized content marketing group 27% 42%
Measures content performance 79% 94%
Characterizes team’s ability to demonstrate ROI for content marketing initiatives as excellent/very good 36% 64%
Strongly/somewhat agrees:
Organization values creativity and craft in content creation and production 76% 90%
Organization provides customers with a consistent experience across their journey 59% 74%
Always/frequently:
Prioritizes audience’s informational needs over their own organization’s sales/promotional message 66% 83%
Differentiates content from the competition 60% 81%
Crafts content based on specific stages of the buyer’s journey 57% 71%
Uses content marketing successfully to:
Build credibility/trust 75% 86%
Nurture subscribers/audiences/leads	 60% 78%
Build loyalty with existing customers/clients 59% 74%
Generate sales/revenue	 48% 64%
How Technology Content Marketing Top Performers* Describe Their Organizations – At a Glance
This chart shows key areas where we observed a gap of at least 10 percentage points between all technology marketers and the top performers among them.
Chart term definitions: A top performer (aka “most successful”) is a respondent who characterizes their organization’s overall content marketing approach as extremely or very successful.
Base: Technology content marketers.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
5
KEY FINDINGS
Most technology marketers are
feeling successful with content
marketing.
Nearly one in three technology
marketers (32%) said their organization
was extremely or very successful in the
last 12 months. Another 53% said they
were moderately successful. The top
factor contributing to that success was
“the value our content provides” (74%).
74% of technology marketers who
work for large companies said their
company outsources at least one
content marketing activity — up
from 67% the previous year.
62% of technology marketers reported
that their organization outsources at
least one content marketing activity.
Large companies are the most likely
to outsource (74%, up from 67% the
previous year).
Top-performing technology
marketers stand out by
differentiating their content.
81% of the top performers said their
organization always/frequently
differentiates its content from the
competition vs. 60% of all technology
respondents. In addition, 83% always/
frequently prioritize their audience’s
information needs over their
organization’s sales message vs. 66% of
all technology respondents.
Nearly all top performers measure
content performance and 61% say
they’re doing an excellent/very
good job at it.
94% of top performers said they
measure content performance
compared with 79% of all technology
respondents. The top performers are
also confident in their measurement
efforts, with 64% saying they do an
excellent/very good job vs. 36% of all
technology respondents.
Creating content that appeals to
multi-level roles, accessing subject
matter experts to create content,
and internal communication are
top challenges.
Technology marketers said their top
three content marketing challenges are
creating content that appeals to multi-
level roles within the target audience
(51%), accessing subject matter experts
to create content (49%), and internal
communication among teams/silos
(48%).
Video is the top predicted area
of content marketing investment
for 2022.
Technology marketers indicated video
would be their top content marketing
area of investment (72%), followed by
investment in events (69%), paid media
(65%), and owned-media assets (63%).
6
7
STRATEGY, OPINIONS & OVERALL SUCCESS
75% of technology respondents reported that their organization has a content marketing strategy. Of those, 19% said
their strategy is extremely/very different now versus pre-pandemic.
Percentage of Technology Marketers
With a Content Marketing Strategy
20%
46%
5%
29%
■ Yes, and it is documented
■ Yes, but it is not documented
■ No, but plan to within 12 months
■ No, with no plans
Difference in Technology Content Marketing Strategy
Now Vs. Pre-Pandemic
4%
6%
9%
15%
36%
11%
20%
■ Extremely different
■ Very different
■ Moderately different
■ Slightly different
■ Not different at all
■ Unsure
■ We didn’t have a content
marketing strategy one year ago
Base: Technology content marketers.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: Technology content marketers whose organizations have a content marketing strategy.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
8
76% of technology marketers said their organization values creativity and craft in content creation and production.
STRATEGY, OPINIONS & OVERALL SUCCESS
Technology Marketers’ Opinions About
Content Marketing in Their Organizations
40%
42%
19%
12%
36%
28%
47%
35%
12%
15%
9%
22%
9%
11%
28%
19%
3%
4%
4%
5%
m Strongly agree m Somewhat agree m Neither agree nor disagree m Somewhat disagree m Strongly disagree
Over the last year, our content team has been
asked to do more with the same resources.
Our organization values creativity and
craft in content creation and production.
Over the last year, it has become increasingly
difficult to capture our audience’s attention.
Our organization provides customers with a consistent
experience across their engagement journey.
0 10 20 30 40 50
Base: Technology content marketers who answered each statement.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
9
Nearly one in three technology marketers (32%) said their organization was extremely or very successful with content marketing in
the last 12 months. The top contributing factor was the value their content provides.
STRATEGY, OPINIONS & OVERALL SUCCESS
How Technology Marketers Rate
Their Organization’s Overall Level of
Content Marketing Success in Last 12 Months
13%
30%
2% 2%
53%
■ Extremely successful
■ Very successful
■ Moderately successful
■ Minimally successful
■ Not at all successful
Base: Technology content marketers.
Technology Content Marketing Benchmarks, Insights for 2022.
Content Marketing Institute/MarketingProfs, July 2021
Base: Technology content marketers who said their organizations were
extremely/very successful with content marketing.
Technology Content Marketing Benchmarks, Insights for 2022. Content
Marketing Institute/MarketingProfs, July 2021
Factors Contributing to Technology Content Marketing
Success in Last 12 Months
74%
65%
56%
50%
50%
41%
34%
22%
0 20 40 60 80
The value our content provides
Website changes
Adapting to changes brought forth by pandemic
Search rankings
Strategy changes
Earned media
Changing buyer/consumer behaviors
Changing our products/services
10
10
11
TEAM STRUCTURE & OUTSOURCING
48% of technology marketers said they have a small (or one-person) marketing/content marketing team serving the
entire organization. Larger organizations have bigger teams.
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
We have a centralized content marketing group that works with
multiple brands/products/departments throughout the organization.
27% 10% 37% 32%
Each brand/product/department has its own content marketing team. 5% 2% 5% 10%
Both of the above — We have a centralized group and individual
teams throughout the organization.
19% 0% 15% 47%
We have a small (or one-person) marketing/content marketing team
serving the entire organization.
48% 88% 44% 11%
Technology Organizations’ Content Marketing Team Structure
Base: Technology content marketers.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
12
TEAM STRUCTURE & OUTSOURCING
40% of technology respondents said their organization has two to five full-time employees dedicated to
content marketing.
Technology Organizations’ Content Marketing Team Size
(Full-Time/Dedicated to Content Marketing)
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
11+ 7% 0% 1% 24%
6-10 7% 3% 5% 13%
2-5 40% 21% 52% 44%
1 27% 45% 24% 11%
0 (no one is full time, dedicated) 19% 31% 18% 8%
Base: Technology content marketers.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
13
TEAM STRUCTURE & OUTSOURCING
62% of technology marketers reported that their organization outsources at least one content marketing activity.
Large companies are the most likely to outsource (74%), up from 67% the previous year.
Does Your Technology Organization Outsource
Any Content Marketing Activities?
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
Yes 62% 43% 67% 74%
No 38% 57% 33% 26%
Base: Technology content marketers.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
14
Technology marketers said their top challenge when outsourcing is finding partners with adequate topical
expertise (75%).
Top 5 Challenges When Seeking
Outsourced Technology Content Marketing Help
75%
44%
36%
32%
25%
0 20 40 60 80
Finding partners with adequate topical expertise
Finding partners who understand/can empathize with our audience
Budget issues
Lack of clear return on investment (ROI) metrics
Finding partners who can provide adequate strategic advice
Base: Technology content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
TEAM STRUCTURE & OUTSOURCING
15
15
16
CONTENT CREATION & DISTRIBUTION
66% of technology marketers said they always/frequently prioritize the audience’s informational needs over their
organization’s sales/promotional message.
Concepts Technology Marketers Take Into Account
While Creating Content for Their Organization
19%
19%
19%
47%
41%
38%
25%
30%
34%
8%
8%
7%
1%
2%
2%
m Always m Frequently m Sometimes m Rarely m Never
Differentiate your content from the competition.
Prioritize the audience’s informational needs over
your organization’s sales/promotional message.
Craft content based on specific stages
of the buyer’s journey.
0 10 20 30 40 50
Base: Technology content marketers who answered each statement.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
17
CONTENT CREATION & DISTRIBUTION
The top technologies that technology organizations use to assist with content marketing are analytics tools (90%),
social media publishing/analytics (81%), email marketing software (77%), and content creation/calendaring/
collaboration/workflow tools (74%).
Technologies Technology Organizations Use to
Assist With Content Marketing
90%
81%
77%
74%
58%
57%
49%
30%
23%
22%
17%
0 20 40 60 80 90
Analytics tools (e.g., web analytics, dashboards)
Social media publishing/analytics
Email marketing software
Content creation/calendaring/collaboration/workflow tools
Customer relationship management (CRM) system
Content management system (CMS)
Marketing automation system (MAS)
Sales enablement platform
Digital asset management (DAM) system
Content performance/recommendation analytics
Content distribution platform
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
18
CONTENT CREATION & DISTRIBUTION
Short articles/posts (94%), virtual events/webinars/online courses (84%), and case studies (83%) were the top three content types
technology marketers used in the last 12 months.
Content Assets Technology Marketers Created/Used in Last 12 Months
94%
84%
83%
77%
73%
67%
55%
41%
36%
20%
17%
11%
0 20 40 60 80 100
Short articles/posts (fewer than 3,000 words)
Virtual events/webinars/online courses
Case studies
E-books/white papers
Videos
Infographics/charts/data viz/3D models
Long articles/posts (more than 3,000 words)
Research reports
Podcasts
Livestreaming content
In-person events
Print magazines or books
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
19
CONTENT CREATION & DISTRIBUTION
The previous page showed the percentage of technology marketers who use each content type. This chart shows only the types where there were
notable gaps by company size.
The widest gaps between large companies and all respondents:
	
Podcasts (57% vs. 36%)
	
Livestreaming content (37% vs. 20%)
	
In large tech companies, the reported use of:
	
Podcasts increased to 57% from 37% the previous year.
	
Livestreaming content decreased to 37% from 53% the previous year.
Key Differences in Content Assets Technology Marketers Used in Last 12 Months
(By Company Size)
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
Videos 73% 67% 68% 87%
Infographics 67% 49% 72% 79%
Research reports 41% 21% 47% 55%
Podcasts 36% 19% 35% 57%
Livestreaming content 20% 8% 17% 37%
Base: Technology content marketers.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
20
CONTENT CREATION & DISTRIBUTION
Technology marketers said virtual events/webinars/online courses produced the best results for their content marketing in the last
12 months (64%).
Technology Content Assets That Produced the Best Results
in Last 12 Months
(Top 3)
64%
60%
55%
0 10 20 40 50 60 70
Virtual events/webinars/online courses
Research reports
E-books/white papers
Note: Respondents were shown a display list of the content types they used in the last 12 months and asked, “Which content assets
produced the best results for your content marketing in the last 12 months? (Select all that apply.)”
Base: Technology content marketers who use each content asset listed. Multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
21
CONTENT CREATION & DISTRIBUTION
Among the video formats they used, technology marketers said webinars/webcasts/web series produced the best content
marketing results in the last 12 months (65%).
Technology Video Formats That Produced the Best Results in Last 12 Months
65%
32%
30%
16%
14%
14%
11%
8%
10%
5%
0 10 20 40 50 70
60
Webinars/webcasts/web series
Interviews with industry experts
How-to videos
About our customers
About our company
First-look product overviews
Industry research/analyst reports
Interactive video
In-depth product reviews
Other
Base: Technology content marketers who used videos in the last 12 months. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
22
CONTENT CREATION & DISTRIBUTION
In addition to using their organization’s website to distribute content in the last 12 months, more than 65% of
technology marketers used blogs, email, and email newsletters.
Owned-Media Platforms Technology Marketers Used to
Distribute Content in Last 12 Months
92%
88%
79%
69%
37%
21%
10%
8%
6%
3%
0 20 40 60 80 100
Their organization’s website
Blog
Email (other than newsletter)
Email newsletter
Microsite (e.g., resource center)
Their organization’s branded online community
Digital magazine
Online learning platform
Mobile app
Other
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
23
CONTENT CREATION & DISTRIBUTION
64% of technology marketers used media/public relations to distribute content in the last 12 months.
Organic (Nonpaid) Platforms Technology Marketers Used to
Distribute Content in Last 12 Months
64%
58%
57%
44%
36%
24%
14%
2%
8%
0 10 20 30 40 50 60 70
Media/public relations
Speaking/presenting at events
Guest posts/articles in third-party publications
Collaborative social spaces
Guest spots (e.g., podcasts, live video)
Influencer partnerships
Listening platforms
SMS/text messages
None of the above
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
24
CONTENT CREATION & DISTRIBUTION
LinkedIn is the organic social media platform that technology content marketers used the most and the one they said
produced the best results.
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: Content marketers who used the nonpaid social media platforms listed to distribute
content in the last 12 months.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Organic (Nonpaid) Social Media Platforms
Technology Marketers Used to Distribute Content
in Last 12 Months
97%
81%
78%
67%
49%
0 20 40 60 80 100
LinkedIn
Facebook
Twitter
YouTube
Instagram
Organic (Nonpaid) Social Media Platforms
That Produced Best Results for Technology
Marketers in Last 12 Months (Top 3)
88%
24%
21%
0 20 40 60 80 90
LinkedIn
Facebook
YouTube
Other organic social media platforms used in last 12 months:
Medium (10%), Pinterest (5%), Quora (5%), Reddit (5%), TikTok (3%),
Discord (1%), and Other (2%).
25
CONTENT CREATION & DISTRIBUTION
Among the technology marketers who used paid content distribution channels:
	 • 52% said their organization increased spending on paid distribution in the last 12 months.
	 • 77% used SEM/pay-per-click.
Do You Use Paid Methods
to Promote Content?
7%
93%
■ Yes
■ No
Over the Last 12 Months, How Has
Your Spending on Paid Content
Distribution Channels Evolved?
28%
13%
7%
52%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
Base: Technology content marketers who use paid channels. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Paid Content Distribution Channels
Technology Marketers Used in Last 12 Months
77%
76%
61%
49%
39%
7%
0 20 40 60 80
Search engine marketing (SEM)/pay-per-click
Social media advertising/promoted posts
Sponsorships (e.g., events, booths, workshops)
Native advertising/sponsored content
(not including social media platforms)
Partner emails promoting our content
Other
26
CONTENT CREATION & DISTRIBUTION
Among the technology marketers who used paid social media platforms, the majority chose LinkedIn (95%) and
Facebook (58%). Respondents said LinkedIn produced the best results.
Base: Technology content marketers who used social media platforms for paid content
promotion in the last 12 months. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: Technology content marketers who used the social media platforms listed for paid
content promotion in the last 12 months. Multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Paid Social Media Platforms Technology Marketers
Used in Last 12 Months (Top 5)
95%
58%
22%
32%
18%
0 20 40 60 80 90 100
LinkedIn
Facebook
Twitter
Instagram
YouTube
Paid Social Media Platforms That Produced Best Results
for Technology Marketers in Last 12 Months
(Top 3)
88%
37%
24%
0 20 40 60 80 90
LinkedIn
Facebook
YouTube
27
27
27
27
28
METRICS & GOALS
79% of technology marketers said their organization measures content performance. Among those, 74% said
conversions provided the most insight into performance.
Does Your Technology
Organization Measure
Content Performance?
14%
7%
79%
■ Yes
■ No
■ Unsure
Base: Technology content marketers.
12th Annual Content Marketing Survey:
Content Marketing Institute/Marketing Profs, July 2021
Base:Technologycontentmarketerswhomeasurecontentperformance.Aidedlist;multipleresponsespermitted.
TechnologyContentMarketingBenchmarks,Insightsfor2022.ContentMarketingInstitute/MarketingProfs,July2021
Metrics That Have Provided Most Insight Into
Technology Content Performance in Last 12 Months
74%
67%
67%
63%
61%
45%
40%
37%
30%
22%
2%
0 20 40 60 80
Conversions
Email engagement
Website engagement
Website traffic
Quality of leads
Search rankings
Quantity of leads
Social media analytics
Cost to acquire a lead, subscriber, and/or customer
Email subscriber numbers
Other
29
METRICS & GOALS
Among the 79% of technology marketers who measured content performance, 36% indicated they’re doing an
excellent or very good job.
How Technology Marketers Characterize Their Team’s
Ability to Demonstrate Content Marketing ROI
52%
28%
11% 8%
1%
1%
■ Excellent
■ Very good
■ Average
■ Below average
■ Poor
■ Unsure
Base: Technology content marketers who measure content performance. Aided list.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Excellent — We have measurement data
showing ROI on overall content marketing
approach.
Very good — We have measurement
data showing ROI on at least one content
marketing initiative with well-informed
insights in other areas.
Average — We have well-informed insights,
but lack measurement data showing ROI.
Below average — We have only speculative
insights at this point.
Poor — We have little insight into what works
and what doesn’t.
30
METRICS & GOALS
Technology marketers said the top four goals content marketing helps them achieve are creating brand awareness, generating
demand/leads, building credibility/trust, and educating audience(s).
Goals Technology Marketers Have Achieved by Using
Content Marketing Successfully in Last 12 Months
82%
78%
75%
73%
62%
60%
59%
57%
48%
30%
0 20 40 60 80 90
Create brand awareness
Generate demand/leads
Build credibility/trust
Educate audience(s)
Drive attendance to one or more in-person or virtual events
Nurture subscribers/audiences/leads
Build loyalty with existing clients/customers
Support the launch of a new product
Generate sales/revenue
Build a subscribed audience
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
31
31
31
31
32
BUDGETS & SPENDING
61% of technology marketers said they had knowledge of their company’s content marketing budget.
Do You Have Knowledge of
Your Organization’s Budget/Budgeting
Process for Content Marketing?
39% 61%
■ Yes
■ No
Base: Technology content marketers.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: Technology content marketers who know their organizations’ budget/budgeting process for
content marketing. Aided list.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Percentage of Total Marketing Budget Spent
on Technology Content Marketing
1%
2%
9%
23%
32%
17%
13%
3%
0 20 40 60
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
33
BUDGETS & SPENDING
49% of all technology respondents said their 2021 content marketing budget had increased over their 2020 budget.
How 2021 Technology Content Marketing Budget Compared With 2020
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
Increased 49% 50% 54% 38%
Stayed the same 37% 31% 39% 41%
Decreased 8% 12% 2% 15%
Unsure 6% 7% 5% 6%
Base: Technology content marketers who know their organizations’ budget/budgeting process for content marketing.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
34
BUDGETS & SPENDING
68% of all technology respondents — versus 50% of those working in large companies — said their 2022 content
marketing budget would increase over their 2021 budget.
How Technology Content Marketing Budget
Will Change in 2022 Compared With 2021
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
Increase 68% 69% 79% 50%
Stay the same 21% 17% 18% 29%
Decrease 2% 2% 0% 6%
Unsure 9% 12% 4% 15%
Base: Technology content marketers who know their organizations’ budget/budgeting process for content marketing.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
35
In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (61%).
Investment in hybrid events is expected to increase (42%) more so than stay the same (32%), even though 14% do not use hybrid
events at all.
Regarding digital events, many technology marketers appear to want to stay the course (50% said spending will stay the same),
although 25% plan to increase spending.
Increase Stay the same Decrease
Will be a
new area of
investment
Do not/will
not use
Digital/virtual events 25% 50% 20% 2% 3%
In-person events 61% 19% 13% 2% 5%
Hybrid events 42% 32% 4% 8% 14%
Base: Technology content marketers who know their organizations’ budget/budgeting process for content marketing.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
How Technology Organizations’ Investment Will Change in Following Areas Post-Vaccine
BUDGETS & SPENDING
36
36
36
36
37
LOOKING FORWARD
Technology Organizations’ Current Content Marketing Challenges
51%
49%
48%
38%
38%
38%
34%
33%
32%
31%
23%
3%
5%
9%
0 10 20 30 40 50 60
Creating content that appeals to multi-level roles within the target audience
Accessing subject matter experts to create content
Internal communication between teams/silos
Creating valuable content instead of sales-oriented content
Differentiating our products/services from the competition
Difficulty in reaching target audience(s)
Accommodating for a long decision-making process
Overcoming traditional marketing and sales mindset
Consistency with messaging
Ability to be agile when change is needed
Technology integration
Government/legal regulations
The shift to virtual selling necessitated by working from home
Other
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Technology marketers said their top content marketing challenge was creating content that appeals to multi-level roles within
the target audience.
38
LOOKING FORWARD
Content Marketing-Related Areas That Will Be Most Important to
Technology Organizations in 2021/2022
66%
51%
50%
27%
20%
19%
15%
5%
7%
6%
0 20 40 60 80
Changes to SEO/search algorithms
Content marketing as a revenue center
Data management/analytics
Changes to social media algorithms
Data privacy/regulations
Voice/audio (e.g., social audio, voice search)
Artificial intelligence
Content security (e.g., HTTPS encryption)
Other
None of the above
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
66% of technology marketers said changes to SEO/search algorithms would be important to their organization in 2022.
39
Areas of Technology Content Marketing Investment in 2022
72%
69%
65%
63%
50%
39%
38%
37%
32%
28%
24%
17%
8%
4%
0 20 40 60 80
Video
Events (digital, in-person, hybrid)
Paid media
Owned-media assets
Earned media
Getting to know audiences better
Content distribution
Social media management/ community building
Content marketing technologies
User experience (UX) design
Staffing/human resources
Audio-related content
Experiential campaigns
Data privacy solutions
Base: Technology content marketers. Aided list; multiple responses permitted.
Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
72% of technology marketers expected their organization to invest in video in 2022, followed by investments in events (69%), paid
media (65%), and owned-media assets (63%).
LOOKING FORWARD
40
ACTION STEPS
Our research points to transformational shifts to make content marketing
an ever more important part of the integrated marketing mix.
But what can go unnoticed are the dangers that
lurk when we’re so close. There’s a wonderful scene
in the movie “Indiana Jones and the Last Crusade”
when the rich investor, Walter Donovan, is trying
to convince Indy to go after the Holy Grail. He says,
“We’re on the verge of completing a quest that
began almost 2,000 years ago. We’re just one step
away.” Indy responds, “That’s usually when the
ground falls out from underneath your feet.”
In business today, everyone creates content — from the web team to the
marketing automation/demand gen executives, even front-line account
representatives. It’s probably easier to count who DOESN’T create content-
driven experiences for customers these days.
But we must realize that this explosive trend is our quest. Our attempts to
complete it require us to develop not just great content, but an operational
strategy that supports all content. Without a strategy, an inconsistent voice
and inability to measure success make our failure imminent.
But don’t overcorrect and let the ground fall out from underneath you.
When businesses create a content strategy, there is a tendency to limit the
production of content and remove the voices of all front-line managers. We
centralize the storytelling function, and not only centralize the creation of
the voice but the expression of it as well.
What happens? Increasingly we see companies creating much more
consistent and customer-centric sets of content. They get their voice and
story back. But unfortunately, they remove their best storytellers — the rest
of the business — from telling it. And as a friend of mine who was cut from a
huge Hollywood movie once told me, “It’s hard to be excited about a story
that you were removed from telling.”
My advice?
A scalable, successful, and differentiating content marketing strategy
will help you more easily create, manage, activate, and measure digital
content. You will define success by how well the content marketing strategy
empowers everybody on the front lines (sales, account reps, executives, and
even accounting and legal) to tell your stories — and the best “next stories”
— to your audience.
A strategic content marketing operation isn’t the storyteller of the business.
It enables everyone else to be the storytellers.
Remember:It’syourstory—don’tforgetthatyouneedeveryonetotellitwell.
Robert Rose
Chief Strategy Advisor
Content Marketing Institute
41
METHODOLOGY & DEMOGRAPHICS
This report, sponsored by Foundry, is based on the results of the Content Marketing Institute/MarketingProfs 12th Annual Content Marketing Survey.
The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs. A total of 1,275 recipients from around the globe—representing a range of industries,
functional areas, and company sizes—replied to the survey in July 2021. This report presents the findings from the 216 respondents who indicated their organization is a for-profit
technology company (with the majority based in North America) and that they are a content marketer, involved with the content marketing function, and/or someone to whom content
marketing reports.
Note: Use caution when comparing this report’s findings to past years, as our methodology changed slightly. For the last several years, one of our qualifying criteria was that the respondent’s company had used content marketing
for at least one year. This year, we enabled respondents whose companies have not been using content marketing for at least one year to complete the survey.
Find all our past research at ContentMarketingInstitute.com/research.
SOPHISTICATED
Providing accurate measurement to the business, scaling across the organization
MATURE
Finding success, yet challenged with integration across the organization
ADOLESCENT
Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling
YOUNG
Growing pains, challenged with creating a cohesive strategy and a measurement plan
FIRST STEPS
Doing some aspects of content, but have not yet begun to make content marketing a process
Technology Respondent
Profile by Organization’s
Content Marketing Maturity Level
37%
29%
20%
7% 7%
■ Sophisticated
■ Mature
■ Adolescent
■ Young
■ First Steps
Size of Technology Organization (by employees)
Technology Job Function
■ Large (1,000+ employees)
■ Medium (100 to 999 employees)
■ Small (1 to 99 employees)
■ Content creation/content management
■ Marketing management
■ Senior leadership (e.g., owner, CEO, CMO, VP, GM)
■ Advertising/PR/communications management
■ Marketing operations
■ Other
29%
31%
40%
39%
35%
10%
5%
5%
6%
Nature of Technology Organization
■ B2B
■ B2C
■ Both B2B+B2C
■ Other
88%
10%
1%
1%
42
Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these
findings throughout the content marketing industry.
About Content Marketing Institute
Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person
and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and
agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation,
training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused
event, ContentTECH Summit, and CMI virtual events. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is
organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com.
About Informa Connect
Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and share
knowledge. We operate major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction and Real Estate, and in a
number of other specialist markets and connect communities online year-round.
About Foundry (formerly IDG Communications)
Foundry helps companies bring their visions to reality through a combination of media, marketing technologies and proprietary data on a global
scale. Our premium media brands, including CIO®, Computerworld®, CSO® and Macworld®, engage a quality audience with essential guidance on
the evolving technology and security landscape. Our technology platforms of Triblio, Selling Simplified, KickFire and LeadSift are powered by data
from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns
for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices
in markets around the globe. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data,
research and marketing services company. To learn more about Foundry, visit www.foundryco.com.
ABOUT

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Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022

  • 1. 1 BENCHMARKS, BUDGETS, AND TRENDS INSIGHTS FOR 2022 IDG Communications, Inc.
  • 2. 2 Content Marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action. Success: Achieving your organization’s desired/ targeted results. TABLE OF CONTENTS m INTRODUCTION..................................................................... 3 m TOP TECHNOLOGY PERFORMERS VS. ALL RESPONDENTS..... 4 m KEY FINDINGS........................................................................ 5 m STRATEGY, OPINIONS & OVERALL SUCCESS........................ 6 m TEAM STRUCTURE & OUTSOURCING................................. 10 m CONTENT CREATION & DISTRIBUTION.............................. 15 m METRICS & GOALS............................................................... 27 m BUDGETS & SPENDING....................................................... 31 m LOOKING FORWARD............................................................ 36 m ACTION STEPS – BY ROBERT ROSE..................................... 40 m METHODOLOGY................................................................... 41 m ABOUT................................................................................. 42 LISA MURTON BEETS Research Director & Report Author, CMI STEPHANIE STAHL General Manager, CMI ROBERT ROSE Chief Strategy Advisor, CMI KIM MOUTSOS VP Content, CMI JOSEPH “JK” KALINOWSKI Creative Director, CMI AMIE CANGELOSI Marketing Director, CMI KAREN SCHOPP Account Manager, CMI
  • 3. 3 INTRODUCTION Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022. The research suggested that due to lockdowns and work- from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences. As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers: ◾ Document their content marketing strategy ◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives ◾ Prioritize their audience’s informational needs over their organization’s sales message ◾ Differentiate their content from the competition ◾ Nurture subscribers/audiences/leads No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%). And, yes, challenges remain. The top challenges are: ◾ Creating content that appeals to multi-level roles within the target audience ◾ Accessing subject matter experts to create content ◾ Internal communication among teams/silos These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations. 3 3
  • 4. 4 TOP PERFORMERS All Technology Respondents Top Technology Performers Has a documented content marketing strategy 46% 71% Characterizes their content marketing as sophisticated/mature 44% 75% Has a centralized content marketing group 27% 42% Measures content performance 79% 94% Characterizes team’s ability to demonstrate ROI for content marketing initiatives as excellent/very good 36% 64% Strongly/somewhat agrees: Organization values creativity and craft in content creation and production 76% 90% Organization provides customers with a consistent experience across their journey 59% 74% Always/frequently: Prioritizes audience’s informational needs over their own organization’s sales/promotional message 66% 83% Differentiates content from the competition 60% 81% Crafts content based on specific stages of the buyer’s journey 57% 71% Uses content marketing successfully to: Build credibility/trust 75% 86% Nurture subscribers/audiences/leads 60% 78% Build loyalty with existing customers/clients 59% 74% Generate sales/revenue 48% 64% How Technology Content Marketing Top Performers* Describe Their Organizations – At a Glance This chart shows key areas where we observed a gap of at least 10 percentage points between all technology marketers and the top performers among them. Chart term definitions: A top performer (aka “most successful”) is a respondent who characterizes their organization’s overall content marketing approach as extremely or very successful. Base: Technology content marketers. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 5. 5 KEY FINDINGS Most technology marketers are feeling successful with content marketing. Nearly one in three technology marketers (32%) said their organization was extremely or very successful in the last 12 months. Another 53% said they were moderately successful. The top factor contributing to that success was “the value our content provides” (74%). 74% of technology marketers who work for large companies said their company outsources at least one content marketing activity — up from 67% the previous year. 62% of technology marketers reported that their organization outsources at least one content marketing activity. Large companies are the most likely to outsource (74%, up from 67% the previous year). Top-performing technology marketers stand out by differentiating their content. 81% of the top performers said their organization always/frequently differentiates its content from the competition vs. 60% of all technology respondents. In addition, 83% always/ frequently prioritize their audience’s information needs over their organization’s sales message vs. 66% of all technology respondents. Nearly all top performers measure content performance and 61% say they’re doing an excellent/very good job at it. 94% of top performers said they measure content performance compared with 79% of all technology respondents. The top performers are also confident in their measurement efforts, with 64% saying they do an excellent/very good job vs. 36% of all technology respondents. Creating content that appeals to multi-level roles, accessing subject matter experts to create content, and internal communication are top challenges. Technology marketers said their top three content marketing challenges are creating content that appeals to multi- level roles within the target audience (51%), accessing subject matter experts to create content (49%), and internal communication among teams/silos (48%). Video is the top predicted area of content marketing investment for 2022. Technology marketers indicated video would be their top content marketing area of investment (72%), followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
  • 6. 6
  • 7. 7 STRATEGY, OPINIONS & OVERALL SUCCESS 75% of technology respondents reported that their organization has a content marketing strategy. Of those, 19% said their strategy is extremely/very different now versus pre-pandemic. Percentage of Technology Marketers With a Content Marketing Strategy 20% 46% 5% 29% ■ Yes, and it is documented ■ Yes, but it is not documented ■ No, but plan to within 12 months ■ No, with no plans Difference in Technology Content Marketing Strategy Now Vs. Pre-Pandemic 4% 6% 9% 15% 36% 11% 20% ■ Extremely different ■ Very different ■ Moderately different ■ Slightly different ■ Not different at all ■ Unsure ■ We didn’t have a content marketing strategy one year ago Base: Technology content marketers. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: Technology content marketers whose organizations have a content marketing strategy. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021
  • 8. 8 76% of technology marketers said their organization values creativity and craft in content creation and production. STRATEGY, OPINIONS & OVERALL SUCCESS Technology Marketers’ Opinions About Content Marketing in Their Organizations 40% 42% 19% 12% 36% 28% 47% 35% 12% 15% 9% 22% 9% 11% 28% 19% 3% 4% 4% 5% m Strongly agree m Somewhat agree m Neither agree nor disagree m Somewhat disagree m Strongly disagree Over the last year, our content team has been asked to do more with the same resources. Our organization values creativity and craft in content creation and production. Over the last year, it has become increasingly difficult to capture our audience’s attention. Our organization provides customers with a consistent experience across their engagement journey. 0 10 20 30 40 50 Base: Technology content marketers who answered each statement. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 9. 9 Nearly one in three technology marketers (32%) said their organization was extremely or very successful with content marketing in the last 12 months. The top contributing factor was the value their content provides. STRATEGY, OPINIONS & OVERALL SUCCESS How Technology Marketers Rate Their Organization’s Overall Level of Content Marketing Success in Last 12 Months 13% 30% 2% 2% 53% ■ Extremely successful ■ Very successful ■ Moderately successful ■ Minimally successful ■ Not at all successful Base: Technology content marketers. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Base: Technology content marketers who said their organizations were extremely/very successful with content marketing. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Factors Contributing to Technology Content Marketing Success in Last 12 Months 74% 65% 56% 50% 50% 41% 34% 22% 0 20 40 60 80 The value our content provides Website changes Adapting to changes brought forth by pandemic Search rankings Strategy changes Earned media Changing buyer/consumer behaviors Changing our products/services
  • 10. 10 10
  • 11. 11 TEAM STRUCTURE & OUTSOURCING 48% of technology marketers said they have a small (or one-person) marketing/content marketing team serving the entire organization. Larger organizations have bigger teams. All Respondents Small (1-99 Employees) Medium (100-999 Employees) Large (1,000+ Employees) We have a centralized content marketing group that works with multiple brands/products/departments throughout the organization. 27% 10% 37% 32% Each brand/product/department has its own content marketing team. 5% 2% 5% 10% Both of the above — We have a centralized group and individual teams throughout the organization. 19% 0% 15% 47% We have a small (or one-person) marketing/content marketing team serving the entire organization. 48% 88% 44% 11% Technology Organizations’ Content Marketing Team Structure Base: Technology content marketers. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 12. 12 TEAM STRUCTURE & OUTSOURCING 40% of technology respondents said their organization has two to five full-time employees dedicated to content marketing. Technology Organizations’ Content Marketing Team Size (Full-Time/Dedicated to Content Marketing) All Respondents Small (1-99 Employees) Medium (100-999 Employees) Large (1,000+ Employees) 11+ 7% 0% 1% 24% 6-10 7% 3% 5% 13% 2-5 40% 21% 52% 44% 1 27% 45% 24% 11% 0 (no one is full time, dedicated) 19% 31% 18% 8% Base: Technology content marketers. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 13. 13 TEAM STRUCTURE & OUTSOURCING 62% of technology marketers reported that their organization outsources at least one content marketing activity. Large companies are the most likely to outsource (74%), up from 67% the previous year. Does Your Technology Organization Outsource Any Content Marketing Activities? All Respondents Small (1-99 Employees) Medium (100-999 Employees) Large (1,000+ Employees) Yes 62% 43% 67% 74% No 38% 57% 33% 26% Base: Technology content marketers. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 14. 14 Technology marketers said their top challenge when outsourcing is finding partners with adequate topical expertise (75%). Top 5 Challenges When Seeking Outsourced Technology Content Marketing Help 75% 44% 36% 32% 25% 0 20 40 60 80 Finding partners with adequate topical expertise Finding partners who understand/can empathize with our audience Budget issues Lack of clear return on investment (ROI) metrics Finding partners who can provide adequate strategic advice Base: Technology content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 TEAM STRUCTURE & OUTSOURCING
  • 15. 15 15
  • 16. 16 CONTENT CREATION & DISTRIBUTION 66% of technology marketers said they always/frequently prioritize the audience’s informational needs over their organization’s sales/promotional message. Concepts Technology Marketers Take Into Account While Creating Content for Their Organization 19% 19% 19% 47% 41% 38% 25% 30% 34% 8% 8% 7% 1% 2% 2% m Always m Frequently m Sometimes m Rarely m Never Differentiate your content from the competition. Prioritize the audience’s informational needs over your organization’s sales/promotional message. Craft content based on specific stages of the buyer’s journey. 0 10 20 30 40 50 Base: Technology content marketers who answered each statement. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 17. 17 CONTENT CREATION & DISTRIBUTION The top technologies that technology organizations use to assist with content marketing are analytics tools (90%), social media publishing/analytics (81%), email marketing software (77%), and content creation/calendaring/ collaboration/workflow tools (74%). Technologies Technology Organizations Use to Assist With Content Marketing 90% 81% 77% 74% 58% 57% 49% 30% 23% 22% 17% 0 20 40 60 80 90 Analytics tools (e.g., web analytics, dashboards) Social media publishing/analytics Email marketing software Content creation/calendaring/collaboration/workflow tools Customer relationship management (CRM) system Content management system (CMS) Marketing automation system (MAS) Sales enablement platform Digital asset management (DAM) system Content performance/recommendation analytics Content distribution platform Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 18. 18 CONTENT CREATION & DISTRIBUTION Short articles/posts (94%), virtual events/webinars/online courses (84%), and case studies (83%) were the top three content types technology marketers used in the last 12 months. Content Assets Technology Marketers Created/Used in Last 12 Months 94% 84% 83% 77% 73% 67% 55% 41% 36% 20% 17% 11% 0 20 40 60 80 100 Short articles/posts (fewer than 3,000 words) Virtual events/webinars/online courses Case studies E-books/white papers Videos Infographics/charts/data viz/3D models Long articles/posts (more than 3,000 words) Research reports Podcasts Livestreaming content In-person events Print magazines or books Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 19. 19 CONTENT CREATION & DISTRIBUTION The previous page showed the percentage of technology marketers who use each content type. This chart shows only the types where there were notable gaps by company size. The widest gaps between large companies and all respondents:  Podcasts (57% vs. 36%)  Livestreaming content (37% vs. 20%) In large tech companies, the reported use of:  Podcasts increased to 57% from 37% the previous year.  Livestreaming content decreased to 37% from 53% the previous year. Key Differences in Content Assets Technology Marketers Used in Last 12 Months (By Company Size) All Respondents Small (1-99 Employees) Medium (100-999 Employees) Large (1,000+ Employees) Videos 73% 67% 68% 87% Infographics 67% 49% 72% 79% Research reports 41% 21% 47% 55% Podcasts 36% 19% 35% 57% Livestreaming content 20% 8% 17% 37% Base: Technology content marketers. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 20. 20 CONTENT CREATION & DISTRIBUTION Technology marketers said virtual events/webinars/online courses produced the best results for their content marketing in the last 12 months (64%). Technology Content Assets That Produced the Best Results in Last 12 Months (Top 3) 64% 60% 55% 0 10 20 40 50 60 70 Virtual events/webinars/online courses Research reports E-books/white papers Note: Respondents were shown a display list of the content types they used in the last 12 months and asked, “Which content assets produced the best results for your content marketing in the last 12 months? (Select all that apply.)” Base: Technology content marketers who use each content asset listed. Multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 21. 21 CONTENT CREATION & DISTRIBUTION Among the video formats they used, technology marketers said webinars/webcasts/web series produced the best content marketing results in the last 12 months (65%). Technology Video Formats That Produced the Best Results in Last 12 Months 65% 32% 30% 16% 14% 14% 11% 8% 10% 5% 0 10 20 40 50 70 60 Webinars/webcasts/web series Interviews with industry experts How-to videos About our customers About our company First-look product overviews Industry research/analyst reports Interactive video In-depth product reviews Other Base: Technology content marketers who used videos in the last 12 months. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 22. 22 CONTENT CREATION & DISTRIBUTION In addition to using their organization’s website to distribute content in the last 12 months, more than 65% of technology marketers used blogs, email, and email newsletters. Owned-Media Platforms Technology Marketers Used to Distribute Content in Last 12 Months 92% 88% 79% 69% 37% 21% 10% 8% 6% 3% 0 20 40 60 80 100 Their organization’s website Blog Email (other than newsletter) Email newsletter Microsite (e.g., resource center) Their organization’s branded online community Digital magazine Online learning platform Mobile app Other Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 23. 23 CONTENT CREATION & DISTRIBUTION 64% of technology marketers used media/public relations to distribute content in the last 12 months. Organic (Nonpaid) Platforms Technology Marketers Used to Distribute Content in Last 12 Months 64% 58% 57% 44% 36% 24% 14% 2% 8% 0 10 20 30 40 50 60 70 Media/public relations Speaking/presenting at events Guest posts/articles in third-party publications Collaborative social spaces Guest spots (e.g., podcasts, live video) Influencer partnerships Listening platforms SMS/text messages None of the above Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 24. 24 CONTENT CREATION & DISTRIBUTION LinkedIn is the organic social media platform that technology content marketers used the most and the one they said produced the best results. Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: Content marketers who used the nonpaid social media platforms listed to distribute content in the last 12 months. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Organic (Nonpaid) Social Media Platforms Technology Marketers Used to Distribute Content in Last 12 Months 97% 81% 78% 67% 49% 0 20 40 60 80 100 LinkedIn Facebook Twitter YouTube Instagram Organic (Nonpaid) Social Media Platforms That Produced Best Results for Technology Marketers in Last 12 Months (Top 3) 88% 24% 21% 0 20 40 60 80 90 LinkedIn Facebook YouTube Other organic social media platforms used in last 12 months: Medium (10%), Pinterest (5%), Quora (5%), Reddit (5%), TikTok (3%), Discord (1%), and Other (2%).
  • 25. 25 CONTENT CREATION & DISTRIBUTION Among the technology marketers who used paid content distribution channels: • 52% said their organization increased spending on paid distribution in the last 12 months. • 77% used SEM/pay-per-click. Do You Use Paid Methods to Promote Content? 7% 93% ■ Yes ■ No Over the Last 12 Months, How Has Your Spending on Paid Content Distribution Channels Evolved? 28% 13% 7% 52% ■ Increased ■ Stayed the same ■ Decreased ■ Unsure Base: Technology content marketers who use paid channels. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Paid Content Distribution Channels Technology Marketers Used in Last 12 Months 77% 76% 61% 49% 39% 7% 0 20 40 60 80 Search engine marketing (SEM)/pay-per-click Social media advertising/promoted posts Sponsorships (e.g., events, booths, workshops) Native advertising/sponsored content (not including social media platforms) Partner emails promoting our content Other
  • 26. 26 CONTENT CREATION & DISTRIBUTION Among the technology marketers who used paid social media platforms, the majority chose LinkedIn (95%) and Facebook (58%). Respondents said LinkedIn produced the best results. Base: Technology content marketers who used social media platforms for paid content promotion in the last 12 months. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: Technology content marketers who used the social media platforms listed for paid content promotion in the last 12 months. Multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Paid Social Media Platforms Technology Marketers Used in Last 12 Months (Top 5) 95% 58% 22% 32% 18% 0 20 40 60 80 90 100 LinkedIn Facebook Twitter Instagram YouTube Paid Social Media Platforms That Produced Best Results for Technology Marketers in Last 12 Months (Top 3) 88% 37% 24% 0 20 40 60 80 90 LinkedIn Facebook YouTube
  • 28. 28 METRICS & GOALS 79% of technology marketers said their organization measures content performance. Among those, 74% said conversions provided the most insight into performance. Does Your Technology Organization Measure Content Performance? 14% 7% 79% ■ Yes ■ No ■ Unsure Base: Technology content marketers. 12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 Base:Technologycontentmarketerswhomeasurecontentperformance.Aidedlist;multipleresponsespermitted. TechnologyContentMarketingBenchmarks,Insightsfor2022.ContentMarketingInstitute/MarketingProfs,July2021 Metrics That Have Provided Most Insight Into Technology Content Performance in Last 12 Months 74% 67% 67% 63% 61% 45% 40% 37% 30% 22% 2% 0 20 40 60 80 Conversions Email engagement Website engagement Website traffic Quality of leads Search rankings Quantity of leads Social media analytics Cost to acquire a lead, subscriber, and/or customer Email subscriber numbers Other
  • 29. 29 METRICS & GOALS Among the 79% of technology marketers who measured content performance, 36% indicated they’re doing an excellent or very good job. How Technology Marketers Characterize Their Team’s Ability to Demonstrate Content Marketing ROI 52% 28% 11% 8% 1% 1% ■ Excellent ■ Very good ■ Average ■ Below average ■ Poor ■ Unsure Base: Technology content marketers who measure content performance. Aided list. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Excellent — We have measurement data showing ROI on overall content marketing approach. Very good — We have measurement data showing ROI on at least one content marketing initiative with well-informed insights in other areas. Average — We have well-informed insights, but lack measurement data showing ROI. Below average — We have only speculative insights at this point. Poor — We have little insight into what works and what doesn’t.
  • 30. 30 METRICS & GOALS Technology marketers said the top four goals content marketing helps them achieve are creating brand awareness, generating demand/leads, building credibility/trust, and educating audience(s). Goals Technology Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months 82% 78% 75% 73% 62% 60% 59% 57% 48% 30% 0 20 40 60 80 90 Create brand awareness Generate demand/leads Build credibility/trust Educate audience(s) Drive attendance to one or more in-person or virtual events Nurture subscribers/audiences/leads Build loyalty with existing clients/customers Support the launch of a new product Generate sales/revenue Build a subscribed audience Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021
  • 32. 32 BUDGETS & SPENDING 61% of technology marketers said they had knowledge of their company’s content marketing budget. Do You Have Knowledge of Your Organization’s Budget/Budgeting Process for Content Marketing? 39% 61% ■ Yes ■ No Base: Technology content marketers. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: Technology content marketers who know their organizations’ budget/budgeting process for content marketing. Aided list. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Percentage of Total Marketing Budget Spent on Technology Content Marketing 1% 2% 9% 23% 32% 17% 13% 3% 0 20 40 60 100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 0%
  • 33. 33 BUDGETS & SPENDING 49% of all technology respondents said their 2021 content marketing budget had increased over their 2020 budget. How 2021 Technology Content Marketing Budget Compared With 2020 All Respondents Small (1-99 Employees) Medium (100-999 Employees) Large (1,000+ Employees) Increased 49% 50% 54% 38% Stayed the same 37% 31% 39% 41% Decreased 8% 12% 2% 15% Unsure 6% 7% 5% 6% Base: Technology content marketers who know their organizations’ budget/budgeting process for content marketing. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 34. 34 BUDGETS & SPENDING 68% of all technology respondents — versus 50% of those working in large companies — said their 2022 content marketing budget would increase over their 2021 budget. How Technology Content Marketing Budget Will Change in 2022 Compared With 2021 All Respondents Small (1-99 Employees) Medium (100-999 Employees) Large (1,000+ Employees) Increase 68% 69% 79% 50% Stay the same 21% 17% 18% 29% Decrease 2% 2% 0% 6% Unsure 9% 12% 4% 15% Base: Technology content marketers who know their organizations’ budget/budgeting process for content marketing. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 35. 35 In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (61%). Investment in hybrid events is expected to increase (42%) more so than stay the same (32%), even though 14% do not use hybrid events at all. Regarding digital events, many technology marketers appear to want to stay the course (50% said spending will stay the same), although 25% plan to increase spending. Increase Stay the same Decrease Will be a new area of investment Do not/will not use Digital/virtual events 25% 50% 20% 2% 3% In-person events 61% 19% 13% 2% 5% Hybrid events 42% 32% 4% 8% 14% Base: Technology content marketers who know their organizations’ budget/budgeting process for content marketing. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 How Technology Organizations’ Investment Will Change in Following Areas Post-Vaccine BUDGETS & SPENDING
  • 37. 37 LOOKING FORWARD Technology Organizations’ Current Content Marketing Challenges 51% 49% 48% 38% 38% 38% 34% 33% 32% 31% 23% 3% 5% 9% 0 10 20 30 40 50 60 Creating content that appeals to multi-level roles within the target audience Accessing subject matter experts to create content Internal communication between teams/silos Creating valuable content instead of sales-oriented content Differentiating our products/services from the competition Difficulty in reaching target audience(s) Accommodating for a long decision-making process Overcoming traditional marketing and sales mindset Consistency with messaging Ability to be agile when change is needed Technology integration Government/legal regulations The shift to virtual selling necessitated by working from home Other Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Technology marketers said their top content marketing challenge was creating content that appeals to multi-level roles within the target audience.
  • 38. 38 LOOKING FORWARD Content Marketing-Related Areas That Will Be Most Important to Technology Organizations in 2021/2022 66% 51% 50% 27% 20% 19% 15% 5% 7% 6% 0 20 40 60 80 Changes to SEO/search algorithms Content marketing as a revenue center Data management/analytics Changes to social media algorithms Data privacy/regulations Voice/audio (e.g., social audio, voice search) Artificial intelligence Content security (e.g., HTTPS encryption) Other None of the above Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 66% of technology marketers said changes to SEO/search algorithms would be important to their organization in 2022.
  • 39. 39 Areas of Technology Content Marketing Investment in 2022 72% 69% 65% 63% 50% 39% 38% 37% 32% 28% 24% 17% 8% 4% 0 20 40 60 80 Video Events (digital, in-person, hybrid) Paid media Owned-media assets Earned media Getting to know audiences better Content distribution Social media management/ community building Content marketing technologies User experience (UX) design Staffing/human resources Audio-related content Experiential campaigns Data privacy solutions Base: Technology content marketers. Aided list; multiple responses permitted. Technology Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 72% of technology marketers expected their organization to invest in video in 2022, followed by investments in events (69%), paid media (65%), and owned-media assets (63%). LOOKING FORWARD
  • 40. 40 ACTION STEPS Our research points to transformational shifts to make content marketing an ever more important part of the integrated marketing mix. But what can go unnoticed are the dangers that lurk when we’re so close. There’s a wonderful scene in the movie “Indiana Jones and the Last Crusade” when the rich investor, Walter Donovan, is trying to convince Indy to go after the Holy Grail. He says, “We’re on the verge of completing a quest that began almost 2,000 years ago. We’re just one step away.” Indy responds, “That’s usually when the ground falls out from underneath your feet.” In business today, everyone creates content — from the web team to the marketing automation/demand gen executives, even front-line account representatives. It’s probably easier to count who DOESN’T create content- driven experiences for customers these days. But we must realize that this explosive trend is our quest. Our attempts to complete it require us to develop not just great content, but an operational strategy that supports all content. Without a strategy, an inconsistent voice and inability to measure success make our failure imminent. But don’t overcorrect and let the ground fall out from underneath you. When businesses create a content strategy, there is a tendency to limit the production of content and remove the voices of all front-line managers. We centralize the storytelling function, and not only centralize the creation of the voice but the expression of it as well. What happens? Increasingly we see companies creating much more consistent and customer-centric sets of content. They get their voice and story back. But unfortunately, they remove their best storytellers — the rest of the business — from telling it. And as a friend of mine who was cut from a huge Hollywood movie once told me, “It’s hard to be excited about a story that you were removed from telling.” My advice? A scalable, successful, and differentiating content marketing strategy will help you more easily create, manage, activate, and measure digital content. You will define success by how well the content marketing strategy empowers everybody on the front lines (sales, account reps, executives, and even accounting and legal) to tell your stories — and the best “next stories” — to your audience. A strategic content marketing operation isn’t the storyteller of the business. It enables everyone else to be the storytellers. Remember:It’syourstory—don’tforgetthatyouneedeveryonetotellitwell. Robert Rose Chief Strategy Advisor Content Marketing Institute
  • 41. 41 METHODOLOGY & DEMOGRAPHICS This report, sponsored by Foundry, is based on the results of the Content Marketing Institute/MarketingProfs 12th Annual Content Marketing Survey. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs. A total of 1,275 recipients from around the globe—representing a range of industries, functional areas, and company sizes—replied to the survey in July 2021. This report presents the findings from the 216 respondents who indicated their organization is a for-profit technology company (with the majority based in North America) and that they are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports. Note: Use caution when comparing this report’s findings to past years, as our methodology changed slightly. For the last several years, one of our qualifying criteria was that the respondent’s company had used content marketing for at least one year. This year, we enabled respondents whose companies have not been using content marketing for at least one year to complete the survey. Find all our past research at ContentMarketingInstitute.com/research. SOPHISTICATED Providing accurate measurement to the business, scaling across the organization MATURE Finding success, yet challenged with integration across the organization ADOLESCENT Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling YOUNG Growing pains, challenged with creating a cohesive strategy and a measurement plan FIRST STEPS Doing some aspects of content, but have not yet begun to make content marketing a process Technology Respondent Profile by Organization’s Content Marketing Maturity Level 37% 29% 20% 7% 7% ■ Sophisticated ■ Mature ■ Adolescent ■ Young ■ First Steps Size of Technology Organization (by employees) Technology Job Function ■ Large (1,000+ employees) ■ Medium (100 to 999 employees) ■ Small (1 to 99 employees) ■ Content creation/content management ■ Marketing management ■ Senior leadership (e.g., owner, CEO, CMO, VP, GM) ■ Advertising/PR/communications management ■ Marketing operations ■ Other 29% 31% 40% 39% 35% 10% 5% 5% 6% Nature of Technology Organization ■ B2B ■ B2C ■ Both B2B+B2C ■ Other 88% 10% 1% 1%
  • 42. 42 Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry. About Content Marketing Institute Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, ContentTECH Summit, and CMI virtual events. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com. About Informa Connect Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and share knowledge. We operate major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction and Real Estate, and in a number of other specialist markets and connect communities online year-round. About Foundry (formerly IDG Communications) Foundry helps companies bring their visions to reality through a combination of media, marketing technologies and proprietary data on a global scale. Our premium media brands, including CIO®, Computerworld®, CSO® and Macworld®, engage a quality audience with essential guidance on the evolving technology and security landscape. Our technology platforms of Triblio, Selling Simplified, KickFire and LeadSift are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in markets around the globe. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research and marketing services company. To learn more about Foundry, visit www.foundryco.com. ABOUT